Program: MBA/EMBA

Course Name: Brand Management

Course Code: MKT 601

Semester: Spring 2021

Course Instructor: Syed Ibrahim Saajid

Term Paper Submission:

Topic: Rebrand an existing FMCG brand doing business in Bangladesh

KEYA
Keya Consumer Products (KEYA SOAP)

Date of submission: 18 May 2021

Submitted by: Group 3

Name ID
Rafed Rasul Khan 20174017
Fahim Mahmud 19374002
A.R.M Akhter Hossain 19274018
Sadman Mohtasin 18264022
Afsana Rahman 19264038
Syeda Benazir Sadaquat 17164081

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Table of Content

SL No. Particulars Page No.

1 Executive Summary 3
2 Keya Cosmetic: Brand History 4
3 Product Description 4
4 Competitor’s history 4
5 Brand Positioning History 5
6 Brand Communication History 5
7 Rebranding Strategy of KEYA (SOAP) 6–7
8 Current Brand Positioning 7
9 Targeted Brand Positioning 8
10 Frame of Reference 8
11 Point of Parity (POP) 8
12 Point of Difference (POD) 8
13 Positioning Statement 8
14 Facelift and New Packaging 9
15 Marketing Programs 9 – 11
16 Marcum & IMC 11
17 Direct Marketing 12 – 13
18 Digital marketing 13 – 15
19 Collaboration with micro-influencers 15
20 Conclusion 16
21 Appendix 1: Reference 17

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Executive Summary
Our objective of this paper is to strengthen the brand “KEYA” by Repositioning the brand through the
process of rebranding. Also, through this, we will achieve higher share of the market and increased
consumer based brand equity. In this paper, we have discussed the history of Keya Cosmetic and how
they were one of the strong brands in the market back in 2000s and due to lack of innovation in product,
brand communication and consumer engagement it collapsed. Another reason was their weakness in
distribution channel management.
We have identified their weaknesses and accordingly suggested what needed to be done through
rebranding and through various marketing activities. We used several web-links, thesis papers, academic
researches, publications on cosmetic industries to develop this term paper. Due to the COVID situation,
our direct market research works faced obstacles.

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Keya Cosmetic: Brand History
Keya Super Beauty Soap is presently at its saturated stage. Although, Keya was once, one of the leading
brands in Cosmetic Industry of Bangladesh. Back in 2000-2005, Keya was quite popular among the
customers because of its attractive packaging & advertisements featuring renowned celebrities.
Nowadays, the sales are somewhat less and hit almost a saturated level, especially in metro cities. Most
people at the moment buy Meril, Tibet, Lux, Sandalina, Camelia etc. and other global brands which
emerged vastly with the course of globalization. The global brands however, taking over more and more
market shares at the moment with their strong brand communication.

Product Description
The attractive and colorful packaging of Keya Soaps used to attract the customer and gave them a unique
feeling of different flavored soaps. Packaging were being designed according to the color and flavor of
different soaps. Since Keya had comparatively a wide range of Soaps back then, its packaging contained
abstracts and images of flowers and lemon which were very much appealing to the customers. The soap
somewhat included some girly designs to attract women as the primary target customer. Keya used to
manufacture 100% halal soaps as Bangladesh is a Muslim majority country.

Competitor’s history
There were emerging competitors who started dominating the market and it reflected on the consumer
preferences. A survey suggested that consumers did not prefer Keya that much to be their 1 st choice as a
soap brand:

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Brand Positioning History
In early 2000s, Keya Cosmetics obtained a good position in the buyers’ mind through better product
attributes, price and quality, offering the product in a different way than the competitors do. The company
offered improved quality of products in the industry at an affordable price which helped to position the
brand in the buyers’ mind as the best quality beauty products made locally. But the competitors came up
with similar attributes and more with diversified portfolio which impacted the market and Keya started
losing market share drastically. As a result, one Soap industry survey back in 2012 shows that, Keya was
ranked 5th overall as a soap brand in Bangladesh.

Brand Communication History

Keya Cosmetic was very much popular around 2000-2006 when they advertised using mass media
frequently. In the past, Keya used to make brand communications through TVC, Newspaper ads, Sponsor
of renowned dramas and shows. Some of the TVCs had succeeded to capture people’s awareness which
were Keya Super Lemon Soap with Tinni (2006), Sarika (2010). Noble & Meem in Keya Super Beauty Soap
(2009-2010).
Keya was well known for sponsoring the most popular TV show – Ittadi back then. Besides, Keya used print
media to the fullest via newspaper ads in renowned newspapers & billboards all around the country. Keya
also used to give ads in FM radio channels as the listening to radio culture were a popular way of
entertainment in Bangladesh then. Keya used to give frequent discount offers, bundle offers, bonus packs
etc.

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Rebranding Strategy of KEYA (SOAP)
Need Recognition
 Hygiene and cleanliness
 Moisturizing
 Nourishment
 Anti-bacterial performance
 Freshness
 Fragrance and Flavour

Problem Identification
 Low Share of Voice (SOV)
 Mainly positioned as beauty soap and targeted towards women, lack of unisex appeal
 Low Brand awareness
 Weak distribution channel
 Stock out problem
 High Internal competition (Meril, Aeromatics, Camelia, Lilly) and global entrance
 Foreign brands (LUX, Dove)
 Excessive dependence on beauty segment made Keya vulnerable to changing customer tastes
 Technological changes globally and quick adaptation of technology within the strong, agile competitors
made the Key Cosmetic products obsolete
 Lack of presence in social media, direct marketing, interactive marketing. No effort towards proactive
and strong brand communication, market presence in metro cities.
 Absence of campaigns and promotional offers.
 Insignificant efforts to pivot portfolio and introduce fresh products according to the current majority of
demography and need of products for both genders.

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Target Group
Our target group are people living in urban areas and buying soaps for household uses and to solve
above needs. Our primary TG will be females. Since, most of the time household toiletries products are
bought by women.
 Demographic:
o Women
o Age: 18 – 60
 Home makers
 Working Women
 Young Females

Current Brand Positioning

KEYA was a known cosmetics brand in Bangladesh. But currently the brand has lost its position in the
mind of the consumers. Although, KEYA has some market coverage in rural areas, but their share of
market is highly challenged by its competitors.

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Targeted Brand Positioning:
We want to position KEYA as the top local cosmetics brand in Bangladesh. Especially targeted towards
the urban market.

Frame of Reference:
It is a regular soap for household use and hygiene needs that has great fragrance and good for the skin.

Point of Parity (POP):

This is a soap with below solutions:
 Anti – bacterial
 Freshness
 Moisturizing
 Nourishing

Point of Difference (POD):

 Fragrance that is soothing and will last long.
 Better freshness experience.

Positioning Statement
KEYA is a soap of choice for your daily needs ensuring great fragrance, best anti-bacterial performance,
and freshness. It guards your skin with moisture and nourishments with top most hygiene agents.

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Facelift and New Packaging
The new packaging will ensure sophisticated look. The new packaging will come with new logo and
different colours to show various flavours.
The New logo

New packaging
The new packaging will depict fresh, sophisticated look, that is easily recognizable yet attractive. There
will be a recognizable trade dress for different flavours.

Marketing Programs
Product Strategy:
The rebranded KEYA soap will strongly focus on fragrance and freshness without compromising the
regular attributes of household and beauty soap.

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Pricing Strategy:
Since the pricing strategy of Soaps are in Bangladesh are standardized by authorities to keep healthy
market competition, we will launch various sizes and with prices focused on need based and
affordability.

Channel Strategy:
Sales target of KEYA’s new soap will enjoy its fruits only when proper distribution channel will be
commenced. In order to effectively make it reach to customer and gain customers attention and finally
be at forefront of other brands so that customers make their choice of KEYA over other household soap
brands, creative & innovative distribution channel should be exercised.

Shops and Super Shops (Share of Shelves):

Several routes to market are often prompted and seen among brands in propagating their products. The
most traditional and common route being through regular channel which is selling via super shops,
markets, kiosks and grocery stores. Dhaka over the years have seen rise in good number of super shops
like Agora, Shawpno, Meena Bazar, Unimart and others. These super shops are scattered over every
corner of Dhaka city. Hence selling KEYA soap via these modes would enable it reach to a sizable
potential customer who come shopping physically. In order to make the new design and rebranding its
soap, Keya rent a separate shelf dedicated to only its soaps in these chain shops. This would catch the
attention of customers who would pass by the aisle while shopping. This shelf would have a little note or
a write up detailing the organic factors of Keya Soap and its health benefit for customers. This would
save the initial cost of having its dedicated store like BODYSHOP® and HIMALAY at the same time be
distinctive from other brands from Unilever and Marico.

E-commerce:
In recent times due to ever-increasing penetration of Internet and smart phone besides laptops and
computers among Dhaka dwellers, brands have explored and tapped the arena of online sales. Initially
offerings through purchase from their corporate website sales brands have further diversified by
offering products via smart phone applications like Daraz, Pikaboo, Priyo.com, EVALY, Bikroy.com and
similarly many others. KEYA soap should & would be placed in these available ecommerce platforms in
order to inculcate those customer base who prefer shopping from the comfort of their home. Several

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benefits are possessed by offering online among which is saving cost of rent and overhead and at the
same time provide visual ad of the soap on the ecommerce platform (wherever applicable). Brands on
ecommerce platform have the option to share the description of their products in details, which is
absent in regular channel. KEYA Soap will have the option to provide its manufacturing details on
ecommerce platform in order to gain customers confidence and believe in the product. It could further
upload its 100% natural manufacturing process, which as an option customer can click to see how
organic and authentic the KEYA Soap.

One-to One Marketing:

One to one marketing is an option whereby Keya would reach out to customers and personally interact
with them. Since Keya’s new product is unique, it would have market among niche clients who fancy
yoga classes and visit high-end beauty parlors in Dhaka. It could further approach high end boutique
stores where the clients are mostly skin and health conscious and hence it’s an opportunity for Keya to
discuss its new soap to them and share the organic benefits on their skin and ultimately tap a certain
segment of customers and broaden its channel.

Door to Door Delivery:

In order for Keya to make a room for its new product amongst its competitors and lure a good number
of customers, it would offer free delivery of its new soap. Customers in Dhaka are cost centric and any
offers such as free delivery would prompt them to order at least for once to try out the new product of
Keya. Keya’s new quality if ‘appreciated, cherished & being benefited’ by these customers, who have
initially availed free delivery service will further in future, would purchase the soap whether its delivered
free or with delivery charge!

Marcom & IMC

Advertising:
For a rebranding we need to develop a series of related, well timed carefully placed television ads
coupled with print advertising in selected magazines and newspapers. Through our TVC, CG and online
commercials we will promote how our brand and products enhance the confidence of empowered
women and uplift the inner beauty with lasting freshness and great fragrance.

Our Brand Ambassador:

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We will appoint Joya Ahsan as our brand ambassador and model for the TVC. The TVC plot will be on the
life and struggle of Joya Ahsan and how gradually she became successful and icon of ageless beauty and
how having faith in KEYA Soaps kept her confident and fresh throughout her journey. We will hire top
TVC directors like Mostafa Sarwar Farooqui and Amitav Reza to create this as a masterpiece. Also, we
will create a catchy jingle and for that we will appoint Shayan Chowdhury Arnob for the music
arrangement and tune. To get more attention from the consumers, we will also put our advertisements
in digital and social media platform as the consumer segment of our product are available in both online
and offline. We will do informative advertising along with persuasive and reminder advertising to
enhance the brand identity and brand recall. We will make shorter versions of our TVC’s to promote in
the shorter advertising formats. We will make some realistic and random looking video commercials
using upcoming and new stars from showbiz and facebook influencers. Like In another visual, we will
show one of the top models and new movie star Sunehra Binte kamal gets caught behind the camera
using KEYA Soaps after washing the heavy makeups on the set of a movie. She will be telling her fans
secretly that for the real freshness and growing confidence she always trusts KEYA Soaps.

Direct Marketing:
As the world is changing fast, marketing has also become more integrated and interactive. Mass media
sometimes fail to reach the targeted consumer properly. Keeping that in mind we will do direct
marketing through mail, Social media and Texts. Through mail and texts, we will send our product
details, campaigns, offers etc. Social media will be the most effective platform to showcase the product
features, offers, events, commercials and many more. We can run Social Media campaigns like people
can tell their experience and affection towards KEYA Soaps and the best 3 comments or posts getting a
foreign trip, gift hamper and Coupons for future purchase.

Events and Sponsorships:

We will arrange several events like product launching, musical events and special day celebrations. We
will celebrate independent day with massive events in divisional cities with ‘KEYA SHADHINOTA
UTSHOB’ where national and international superstars will perform. University and college activations
will be conducted.

Personal Selling:

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We will prepare customer sales representatives and also equip them to explain and demonstrate the
product benefits stressed in advertising. As we will conduct events and customer acquisition campaigns
in many places we will then be selling and demonstrating the product features to the customers directly.
Sales Promotions:
In store display materials will reflect the brandings and same communications as the ads to emphasize
point of sale impact. We will run other impactful sales promotions like Discounts, Coupons, Refunds,
Quantity gifts, free bees, lucky draw, Usable benefits, sample of samplings and many more to attract the
consumers. We will conduct lucky draws in large superstores and winner gets instant reward and
surprise from a secret celebrity and that will be live in our facebook page and youtube channel.

Public relations:
Public relation is very important and effective vehicle of integrated marketing especially while we do a
rebranding. This is the only way a brand can get enormous consumer trust. It helps to create a favorable
image of a brand. We will focus on PR to build and create a positive image on our rebranding of KEYA’.
We will use Influencers to develop the perception about our product. In doing so, we will maintain the
Media relation to make the public announcement of company news, product news, article that helps to
recognize the brand. Also the event, campaign and activation news will also be spread by the PR.

Sponsorship:
Sponsorships that enhance the brand identity and recognition are very important for a rebranding.
Sponsoring in big events and programs is also a part of our integrated marketing. As household and
lifestyle product we will try to sponsor in women sports, beauty contests etc. We will be the main
sponsor of Bangladesh Women’s Cricket Team. We will arrange a massive event for the unveiling of the
new Team Jersey containing our logo. The male cricket superstars will be participating in the launching
along with other successful males of our country to put emphasis and importance on women
empowerment as an inspiration to others.

Digital marketing 
Digital marketing encourages and sells goods and services through social networking, search, and e-mail
marketing strategies. We will incorporate different digital marketing campaigns for Keya Cosmetics Ltd.

Social Media Promotion

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It is no shocking that the top three platforms Instagram, Facebook, and YouTube have a significant
amount of visually appealing content. Anica Tahsin, Barish Haque, Faria, Sharna Maria Mrittika, Nodi
Khandaker, Safa Kabir, Sumiyaa Meem, and Raba Khan are prominent social media influencers among
beauty enthusiasts. We are ultimately attempting to promote a certain appearance and look. This is why
the photos, stories, videos, and live broadcasts of influencers speak louder than words They will
demonstrate to audiences on social media how Keya cosmetics works and why it is superior to others.
Influencers will demonstrate live on social media how Keya soap removes makeup effectively while also
soothing the skin after wash. Also, they will promote Keya Soap's distinctive aromas and freshness which
last throughout the day.
Aside from that, these sites are home to influencers and encourage users to engage with them directly
through feedback and posts, buyers get all the knowledge and shopping fun they need, and We can truly
be as close to our audience as we have ever been.

Promoting User-Generated Content

Though social media marketing clearly needs an expenditure, user-generated content will help increase
revenue while investing minimal money. Beauty shoppers, especially millennials, enjoy connecting with
brands and sharing their product experiences. By tagging photographs, videos, and stories on Keya's
social media platforms we can encourage users to share their experiences, and the most beloved
picture, video, or story will earn a special award. This will lead to excellent word-of-mouth ads and a
swarm of deeply committed brand evangelists.

Email marketing
Email marketing is one of the most successful ways to upsell and nurture loyal clients. On special
occasions, we will use email marketing to promote giveaways and personal discounts on bundled Keya
commodities. Also, to raise awareness about the pandemic, there will also be interactive emails about
washing hands with Keya soap.

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Collaboration with micro-influencers
Micro-influencers do not have as many followers as top influencers, but they are much more successful
in terms of user interaction. Nowadays Influencers with millions of fans are seen as similar of hard to
relate TV personalities. Top influencers will increase brand awareness, smaller influencers significantly
effect on buying decisions.
Shoppers listen to micro-influencers like Nermeen Ahmed, Farzana Islam, and Ayesha Akter Towshi who
appear like them and have the same struggles they do. That is why a non-professional videos regarding
Keya soap's long-lasting aroma & freshness, as well as radiant skin, would outperform a glittering
"perfect skin" commercial.

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Conclusion
Keya Cosmetic have been successful in the past when they focused on their strength and was aligned
with the strategies which were suitable back one or two decades. If Keya Cosmetic, especially the soap
range can focus on the current demography and the elements of the current market trend, Keya can
reposition themselves among the strongest brands in Bangladesh. Keya needs to focus on their brand
communication more with proper and timely promotional activities. One of the key areas of
improvement for Keya would be to strengthen their relation with their distribution partners. Sales
channels need to be taken care of in a more focused way along with enhancing the product attributes.
Consumer focused activities are required including proper planning and execution by professional
agencies or internal resources which will develop the consumer perception and give exponential re-
growth to the business.

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 Appendix – 1

References:
https://keyacosmetics.com/
https://www.academia.edu/29114388/Product_Positioning_A_Study_of_Soap_Industry_in_Dhaka_City
http://www.kohinoor-bd.com/brand/sandalina/sandalina-sandal-soap
https://www.slideshare.net/shofiqemahmud/brand-positioning-point-paritypoint-of-difference?
from_action=save
file:///F:/Drive%20H/EMBA/Spring%202021/MKT601/Term
%20Paper/Product_Positioning_A_Study_of_Soap_Indu.pdf
https://www.unilever.com/ucl-bd.html
https://disruptiveadvertising.com/marketing/digital-marketing/
https://neilpatel.com/what-is-digital-marketing/
Class Lecture Slides of MKT601
Class Recordings of MKT601

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